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Effectiveness of magazine advertising
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  1. Effectiveness of magazine advertising • Summary of adspend trends & • international research • Guy Consterdine • Guy Consterdine Associates • & • Research Consultant, FIPP • Athens, 20 February 2009

  2. Agenda • Recent trends in adspend • Why magazine advertising is effective • Magazine advertising influences the purchase decision-making process • Magazines create sales: used on own, or in combination with other media • Magazines are a vital part of cross-media strategies

  3. Recent trends • in magazine adspend 2000-2008 • for all countries with US$ 1+ billion in 2008 • Source: ZenithOptimedia

  4. Magazine adspend 2000-2008 (US$ m) Source: ZenithOptimedia. 2008 is forecast

  5. Magazine adspend 2000-2008 (US$ m) Source: ZenithOptimedia. 2008 is forecast

  6. Magazine adspend 2000-2008 (US$ m) Source: ZenithOptimedia. 2008 is forecast

  7. Magazine adspend 2000-2008 (US$ m) Source: ZenithOptimedia. 2008 is forecast

  8. Number of consumer magazinesin Greece Source: FIPP World Magazine Trends 2008-2009

  9. ‘World Magazine Trends’ www.fipp.com

  10. Why magazine advertising is effective

  11. Readers develop a personal relationship with their magazines Source: Smurfit/UCD for PPAI, Ireland

  12. Using 2+ media simultaneously Source: ‘Magazine Experiences Europe’, Time/Fortune

  13. Multi-tasking:magazines attract primary attention Source: Middletown Media Studies, Ball State University, USA

  14. The ads are relevant Source: Smurfit/UCD for PPAI, Ireland

  15. Readers are receptive to the advertising Source: Smurfit/UCD for PPAI, Ireland

  16. Magazine advertising influences the purchase decision-making process

  17. Magazine ads helpful as a buying guide Source: Smurfit/UCD for PPAI, Ireland

  18. Magazine ads >> purchase Source: Smurfit/UCD for PPAI, Ireland

  19. Dynamic Logic’s CrossMedia studies (MPA/USA) • 32 campaigns using TV + magazines + internet • 5 measures of ad impact • ‘Exposed’ group compared with non-exposed control group • (a) Comparison of TV + magazines: • TV: its impact on own • Magazines: additional impact, on top of TV

  20. Magazines add substantial impact to TV Source: CrossMedia Research, Dynamic Logic & Millward Brown, USA

  21. Dynamic Logic’s CrossMedia studies • (b) Comparison of TV + magazines + internet • TV: its impact on own • Online ads: additional impact, on top of TV • Magazines: additional impact, on top of TV & online

  22. Magazines add substantial impactto TV & online Source: CrossMedia Research, Dynamic Logic & Millward Brown, USA

  23. Dynamic Logic’s CrossMedia studies:conclusions • On all 5 measures, magazines added substantial impact in addition to what TV and online achieved • Magazines’ added impact was especially impressive for purchasing intent

  24. Marketing Evolution(MPA/USA) • 20 campaigns using TV + magazines + online • Comparison of pre- & post-campaign scores • 3 measures of impact: • Brand awareness • Brand familiarity • Intention to purchase

  25. Magazines add to TV & online:Brand awareness Source: Marketing Evolution for MPA, USA

  26. Magazines add to TV & online:Brand familiarity Source: Marketing Evolution for MPA, USA

  27. Magazines add to TV & online:Intention to purchase Source: Marketing Evolution for MPA, USA

  28. Marketing Evolution: conclusions • On all three measures: • Adding magazines to TV improved the impact considerably • Adding magazines achieved more than adding online instead • Best strategy is to use print & online in combination

  29. Magazine advertising creates sales: • 1. Magazines used on own

  30. Magazine advertising sales www.ppamarketing.net

  31. ‘Sales Uncovered’ • TNS Superpanel in UK: • household purchases, media consumption • 20 brands • Week-by-week sales examined • Analysed against week-by-week mag exposures • Among: • - Exposed to mag advertising • - Not exposed to mag advertising (control)

  32. Magazine advertising increased salesby an additional 11.6% Source: ‘Sales Uncovered, TNS for PPA, UK

  33. Magazine advertising creates sales: • 2. Magazines used with TV

  34. Magazine achievement similar to TV’s… Source: ‘Sales Uncovered, TNS for PPA, UK

  35. …but at a third of the cost Source: ‘Sales Uncovered, TNS for PPA, UK

  36. Budget implications TV Effectiveness Magazines Expenditure

  37. Budget implications TV Effectiveness Magazines Expenditure

  38. Further sources www.ppa.ie www.consterdine.com www.fipp.com

  39. www.ppa.ie

  40. Summary Summary • Personal relationships, intense reading >> • receptive to ads • Magazine advertising influences the purchase decision-making process • Magazines create sales: used on own, or in combination with other media • Magazines are a vital part of multi-channel communication strategies

  41. Thank you